App Store Optimisation (ASO) is the process of optimising a mobile app’s visibility and ranking in e.g. the App Store or Google Play Store. The goal of ASO is to increase the app’s discoverability, attract more downloads and ultimately improve its performance in terms of user engagement and revenue. ASO involves a range of tactics, including optimising the app’s title, description, keywords and visual assets such as screenshots and app icon. Other factors that impact app store ranking and visibility include app quality, ratings, reviews and user engagement metrics, e.g. retention rate and session length. By implementing effective ASO strategies, app developers and marketers can improve their app’s chances of being discovered by potential users.